The growth of social media has been a boon for the modern business world. It has created a platform where organizations and individuals can get free advertising space. It’s grown to the point where companies that lack social media visibility are almost doomed to fail. Social media manager has become a real job title, with major resources being allocated to them. However, it’s not always necessary. A small business can market itself as effectively as established players in the industry with a good social media plan. Here are some things to consider when creating a social media plan. 

I.) Type of Content Posted

There are 6 Types of social media and each specializes in different content. When evaluating social media platforms, it’s important to consider which content will appeal to your audience, and get the most responses. Photos have the highest level of interactivity on Facebook and twitter. On Facebook, they have the highest rate of clickthroughs and likes, while a photo will boost retweets by 35% on Twitter. Shorter posts also tend to have more retweets and although long articles are more informative for such, it’s better to redirect users to the parent site with a link.

II.) The Level of Interaction Expected

Users respond differently to the same content depending on the social media platform used. Websites host content, but users rarely comment on it. They opt to switch to social media. Twitter limits users to 140 characters which makes it difficult to get responses as detailed as those on Facebook. However, content on Twitter is shared more frequently. The anonymity of Reddit guarantees hard biting honesty from responders, but it should come with a warning that it is not for the thin skinned. While feedback is always valued, some companies also treat their social media pages simply as advertising platforms.

III.) How Users Respond to Content

Different social media will get different responses from clients. Some content is to be only shared, but some is for users to click through to redirect. Facebook is the leading site when it comes to redirects through links. The runner up in this is Pinterest. Although it’s not been around as long as others, Pinterest has steadily grown to become the second most reliable site for traffic referrals. Given the low share rates of written content, for a site looking to promote such work investment in Pinterest and Facebook is a better bet than all the rest combined.

IV.) Demographics of the Target Audience

The habits of the target audience should influence your social media plan. Different networks are dominated by users of different age, education and income levels. This makes it possible to have a bigger response from a niche network having fewer members than a larger generic one. LinkedIn is such a site. It has carved a niche for itself as the leading website for graduates and being the only site with more users aged 30-64 than those aged 18-29. LinkedIn is also responsible for 66% of all corporate referrals, which means that while not having as large a membership as Facebook or Twitter, it does not fail its target users.

A good social media plan can compensate for a small firm’s lack of advertising resources and can also lead to customer loyalty from well timed feedback. Make sure to back it up with great products and services to complement it. Remember, weak products can’t be compensated for by even the best social media plan.